By Tom Lawless on Wednesday, March 30, 2016
A sweet (ahem) idea from the makers of Honey Nut Cheerios in Canada. It’s temporarily dropped its bee mascot from cereal boxes to raise awareness of a campaign to save the disappearing honey bee.
The white space left in the shape of ‘Buzz’, the missing mascot, has got people and the media talking and signing up to receive packets of wild flower seeds from Cheerios to help the bees out.
Not only is this a great activation for a CSR programme, but I imagine the declining bee population is a serious commercial concern for the cereal makers who rely on pollination for the product – this comms activity is playing a small part in solving that.